TLC -
Championing Dignity Respect is a focus group driven campaign with staff
and patients to encourage a better standard of communication in shared
care environments. Freshly launched this month we have been working
with the Primary Care Trust team from the ground up. We led five focus
groups through Cornwall discussing with patients, doctors, nurses,
carers and management staff the core problems that affect dignity and
respect. Our research uncovered that the campaign needed to open clear,
honest communication and encourage human contact between staff,
patients, carers and people in care environments. The badge-like design
is an indicator to show the wearer embraces the values of dignity and
respect and is willing to share some Tender Loving Care.
The
participants in the focus groups have been involved throughout the
design process, giving feedback and being involved in the photography
giving it a personal and real delivery.
From
the naming strategy, campaign messaging, and brand right through to
merchandising concepts and photography our involvement helped the NHS
create a memorable and engaging brand that has potential for a national
roll-out.
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| Initial sketch ideas for the application of the TLC brand |
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| TLC Posters |
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| NHS staff and patient photography |
